WWAV scoops AIG DM account

LONDON - WWAV Rapp Collins has scooped the £10 million direct marketing account for the US insurance company AIG.

WWAV landed the business following a competitive pitch against several undisclosed agencies.

AIG does not have a retained direct marketing agency for its main account, but it called the pitch ahead of plans to launch a new insurance product to the UK market. WWAV will now handle all direct marketing communications for the launch, which is scheduled for this autumn.

The campaign, which will include press, outdoor, direct and online communications, will seek to position the brand as a major player in the UK direct insurance market.

The win marks a change in fortunes for the Omnicom-owned WWAV, which suffered heavy losses following the consolidation of its British Gas business into OgilvyOne earlier this year.

Last year, AIG agreed a shirt sponsorship deal with Manchester United, which is worth £56.5 million and runs for the next four years.

It is understood that the appointment will not affect AIG's relationship with 141 Communications, which handles the direct marketing account for the promotion of the shirt sponsorship.

Both WWAV and AIG were unavailable for comment.